workshop on client servicing.pdf
TRANSCRIPT
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Workshop on Client ServicingProf. Sweta Kanade
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Introductions
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BIG PROJECT
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What is advertising?
Paid form of communication
Sells or promotes products & services by talking about the USP
Talks to users and prospects on a large scale, hence also
termed as mass communication
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What is an ad agency?
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What are the different methods of
communication?
ATL- Above The Line
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What are the different methods of
communication?
BTL- Below The Line
Hoarding, bus shelter, bus backs, banners, posters, tent cards, standee,leaflets, brochures, sampling, danglers, buntings etc.
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What are the different methods of
communication?
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What are the different methods of
communication?
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What are the different departments in
an ad agency?
Creative
Planning
Studio
Fin &Admin
Films
Servicing
i h i Cli S i i
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Hierarchy in Client Servicing
AVP
CSD
AD
GAM
Sup
Sr.AE
AE
Jr.AE
Mgttrainee
Hi h i C i
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NCD
ECD
Gr CD
Sr.CD
CD
ACD
Gr head
Copy
contr
CopySup
Sr.copy
copy
Jr.Copy
Copytrainee
Hierarchy in Creative
Wh i Q lit i i ?
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Q Questions-About the brief, the brand, the job in hand, basically EVERYTHING
Who is a Quality servicing person?
U
A
L
I
T
Understand-Everyone you work with, requirements of the brand and the job
Aware-Read about the competition, brand, latest trends, industry
Listen-
To advice
Involved-
In the job, the team, the brand
Y
Time-
Adhere to time lines, deadlines, and manage your time well
Yes Sir-
DO NOT DO THAT EVER!
Thi ill d t k
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Things you will need to know
WIP:
Track your daily activities, update regularly
Weekly update meetings
Shared with client
Minutes:
Make detailed notes
Legitimizes your meetings, and helps in CYA
Admin assistance:
Keep track of estimate approvals
Payment of bills
Maintain guard book
Dispatch (acknowledgements)
Keep track of birthdays of clients
Thi ill d t k
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Things you will need to know
Requisition and job no.
For layouts
For artwork
Layouts
Initial creatives shared with the client for approval
Given by your creative team
Will be used for further creative adaptations
Artwork
Layout file used for finalizing as per specs.
Final file that goes out for printing
Thi ill d t k
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Things you will need to know
Files and file formats
Ai, CDR, psd files for artworks
Open files
CTC file
Third party relationship
Outdoor agency
Films & Production-master tape, betas, edits, dubs, ppm
Media agency Illustrators
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Client v/s Creative brief
Creative brief
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Creative brief
BRAND IDEA
A short phrase or sentence
The creative brief further explores this idea
A captivating expression of the needs & wants a brand best satisfiesthat simultaneouslyconveys the brands ultimate purpose or commitment.
Definition Part Which Means
A captivating expression Words that go beyond the literal, that typically carry
appropriate double & triple meanings or connotations
of the needs & wants Not merely functional problems that the brandsperformance solves, but also those deeper-
seated desiresthat accompany them
a brand best satisfies The most meaningful differentiationaimed at the
brands intended target
that simultaneously conveys That by its word-structure either explicitly or implicitly
indicates
the brands ultimate purpose or commitment. The brands most valued sense of purpose; what it,more than any other brand like it, is and always has
been committed to
Examples of brand idea
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Hondas The Power of Dreams
Land Rover Go beyond
Examples of brand idea
Creative brief
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Creative brief
PROBLEM
Describe the problem that this communication is intended to address
Be clear about the specific problem we are asking the creative work to
solveE.g. a brand being seen as old-fashioned, or no awareness of the diet
variant
Should reference the business problemE.g. defending a price rise, losing market share
AUDIENCE Should also refer to where the consumer currently stands in relation to the
brand and the problem
Meaningful geographical differences should be considered here
Usually the end buyers or users of the brand, but can also be otheraudiences
e.g. employees, journalists etc.
Creative brief
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Creative brief TASK
Specific tasks that we are looking to achieve with the communication
Must have a logical link to the Problemsection in the brief
Tasks should be specific about what we believe the campaign needs to do Each task must be a realistic and important part of the campaign
STIMULUS
This concisely describes the thing the communication needs to convey
E.g. a brief for a web site may need stimulus about product information,
user reviews, and purchase information
RESPONSE
How we want the audience to respond to the stimulus
What we want people to think, feel and do
This section describes how people will spend time with the idea and istherefore the primary way of thinking about its effectiveness
Creative brief
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Creative brief
CHANNEL THINKING
Should describe the best media judgements that can made at this point in theprocess
Should be revised in accordance with the emergent creative thinking
It is not just advertising media (e.g. TV, print, posters) that can be mentioned
here but it should allow for any contextual help. E.g. Monday mornings are agood time to talk to people about holidays
DISCOVERIES
Original and insightful observations/facts
E.g.: a brief about fashion will probably invite some insightful thoughts about
the industry, the retail environment, and celebrities
REQUIRED MATERIALS/ COLLATERALS
Materials that are required from this brief
E.g: website concepts, TV advertising scripts, short film
Creative brief
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Creative brief
WHERE IN THE WORLD
Summarise the regions and/or markets for which the materials will be used
TIMING
BUDGET
CREATIVE MANDATORIES
APPROVALS
Creative brief- Insights
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Creative brief Insights
Insight-
Digging past what is immediately obvious
Approaching a known from a different angle. Digging, mining,
questioning.
Low-potency insight & high potency insight (e.g. washing powder)
The best description of an insight is derived from the answer toJeremy Bullmores question Why is a good insight like a
refrigerator?his answer Because the moment you look into it,
a light comes on
Client brief
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Client brief
The write up that comes to you from the client explaining
The product/ offer
Duration & dates
Regions/ places to be covered by the communication
What is the goal of the communication
Materials/collaterals required
Timelines
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Some types of marketing
Ambush marketing
Guerilla marketing
Stealth marketing
Affiliate marketing
Flanking
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Some types of marketing
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Thank You